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Award: Wood Pencil

Wood Pencil / Film Advertising / TV Commercials 41-60 seconds / 2020

Reebok needed to win over a young, influential audience, so it ignored the rules and championed the unexpected instead. In this film, a typical street basketball game takes a turn when a strange young woman in Reebok sneakers steps onto the court and unleashes a strange and contagious dance. Slowly the hypnotic boogie spreads from the court to the entire neighbourhood. The campaign results include a 45% YOY increase in Reebok’s revenue, a 21% YOY increase in website visits and a 179% increase in mentions across social.

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